Like father, like son: Calum Best cheered on by clubbers as he downs straight vodka from giant bottle while holidaying in Italy

Calum Best looks dangerously close to repeating history, by downing vast quantities of vodka straight from the bottle.

The former Love Island contestant swigged alcohol in front of a cheering crowd while holidaying in Italy with his girlfriend.

Despite losing his father George Best to alcoholism at just 59, Calum makes no secret of his love affair with partying.

Down in one: Calum was cheered on as he drank straight vodka in the crowd

During the day, the 30-year-old had kept a low profile by strolling on the beach with Georgia Salpa, innocently holding hands in the waves.

But as night fell, the couple headed to club Versilia ready to knock back as much liquor as possible.

Calum - who had a brief fling with Lindsay Lohan in 2007 - met the Irish beauty on the set of TV3's Celebrity Salon.

The couple then began flirting publicly over Twitter, before embarking on a relationship and flying off to the sun.

Anything you do, I can do better: Calum's girl downs alcohol just like her boyfriend

In front of a crowd of spectators, they both grimaced as they tilted their heads back to gulp from the huge bottle of vodka.

Calum clutched it himself, while Georgia drank from the huge vessel as a fellow partygoer lifted it for her.

But it seems the hangover was not too daunting, with Calum returning to work today and securing a business deal.

Sealed with a kiss: Calum and Georgia put on a public display of affection

He Tweeted: 'Very excited might have just closed a deal in Italy to sell my new Fragrance 'BEST', good times!!!'

In 2009, Calum presented BBC documentary Brought up By Booze: A Children in Need Special, suggesting his father had made wrong choices.

But despite drawing on his own experiences, he does not seem ready to put down the bottle himself.

Love is in the air: Young couple paddle in the sea and frolic on the beach

Love is in the air: Young couple paddle in the sea and frolic on the beach

In the programme, Calum said: 'It was difficult talking about my dad's private life and mine, but then realising that my dad had a choice was hard.

'I figured that he didn't have to pick up that drink, but Claire Clarke, head of services at the treatment centre, said that my dad was so ill that he probably didn't even realise that he could help himself.

'That was tough, realising that my dad had a choice but that he didn't know he could make it.'

Too much sun: Calum's red face looks as though he's had too much sun

George Best was a professional footballer from Belfast, who most notably played for Manchester United and the Northern Ireland team.

He married twice, firstly to Playboy bunny - and later Calum's mother - Angie Best and then again to Alex Best.

The sporting hero suffered with alcohol addiction his whole adult life, before the illness killed him in November 2005.

Champion: George Best, who died in November 2005, celebrates in his heyday